Join us for an insightful evening at our next IAB Afterwork 5@7, where we dive into the evolving digital landscape as third-party cookies near their end. This event is designed to help industry professionals navigate the shift, explore alternative solutions, and share knowledge through real-world cases. Connect with peers, exchange ideas, and stay ahead in this new era of digital marketing.
About the theme
The digital marketing world is undergoing a major transformation—the "cookie-less era." This shift refers to the growing move away from third-party cookies, which have traditionally been used to track user behavior online. Driven by increasing privacy concerns, new regulations, and technological advancements, this change is reshaping how businesses connect with their audiences.
While the transition presents challenges, such as changes in targeting and measurement, it also opens new doors. Marketers now have the opportunity to explore innovative approaches, improve data quality, and build stronger, more transparent relationships with consumers. Those who adapt to these changes will not only survive but thrive in this evolving landscape.
Are you ready to navigate this shift and seize the opportunities it brings?
Program:
16:30: Doors open
17:00: Keynote presentations by
- The legal perspective of cookie-less future: Navigating GDPR and new digital acts in 2025 by Jan Decorte (EY Law)
- Self-regulation in a cookie-less world: EDAA’s vision for responsible digital advertising in Europe by Ionel Năftănăilă (EDAA)
- Concrete first-party data use cases : the scope of the possibilities by First-ID
17:30: Panel #1: First-Party Data – What’s in It for You?
As third-party cookies disappear, first-party data is becoming the key to success in digital advertising. This panel brings together experts from media, retail, and brands to discuss how different players can harness this valuable asset.
- For Publishers: A unique opportunity to unify reach, enhance inventory, and drive revenue through contextual advertising.
- For Retailers & E-commerce: Leveraging vast datasets to pioneer new ad models and strengthen customer relationships.
- For Brands: Rethinking audience targeting, data collection, and engagement strategies in a cookie-less world.
In the panel will be Gauthier Elslander (BPX), Jorn Zwetsloot (Ahold Delhaize), Bénédicte Lobelle (Nationale Loterij)
18:00: Break
18:15: Panel #2: Unlocking the Value of Cookieless – What About Consumer Protection?
As the industry shifts away from third-party cookies, how can businesses unlock new opportunities while ensuring consumer privacy? This panel will explore the latest cookieless solutions, the role of self-regulation, and how agencies and AdTech players can guide brands through this transformation.
- AdTech & Identity Solutions: How companie are pioneering contextual targeting and new identity frameworks.
- MarTech & AI Innovations: Exploring AI-driven personalization and alternative tracking solutions.
- Self-Regulation vs. Compliance: How industry self-regulation can complement formal regulations.
- Advertising Agencies' Role: Insights on how agencies can shape customer strategies and navigate the evolving landscape.
In the panel will be Bruno Van Boucq (Proxistore), Marc Frederix (Raad voor Reclame), Karen Corrigan (Happiness Anywhere), Gael Demessant (First-ID).
19:00: Networking